Social Media Digest

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So much is happening in the world of social media that it can be hard for CEOs and marketers to keep up. Here as a quick aide is a resume of some developments from recent weeks that may or may not have caught your attention.

Twitter gets Video…

Twitter is (as its name suggests) all about chat and creating ‘noise’ about favoured topics. It has not hitherto been a medium for the moving image, which is why management decided to buy up the fast-growing Vine app.

But now the ‘Big Birds’ at Twitter seem to have decided that their mainstream product is missing out on social media’s big new shift towards video. Therefore, beginning with Apple devices, with Android to follow later, Twitter is about to introduce features allowing you to grab, edit and circulate 30 second moving image clips. We are promised that it will be as simple as ‘one tap to play’. And neatly, you will be able to upload directly from your iPhone camera roll.

I can see definite advertiser potential emerging from this.

Social Media Management

… and Chats

Twitter is primarily a public conversation tool, or newsfeed if you will. Increasingly we’re seeing a trend where people want to have private conversations with their friends, family and even for business (think WhatsApp or SnapChat). Twitter’s response to this development is a new feature – group chats in private.

It’s fairly simple; you can start group conversations with any of your followers and they don’t all need to follow each other to be in the chat. You’re still limited to 140 characters but you can send images in these chats, just like with any direct message. Group DMs sounds very much like a private Facebook group, where you can add people who aren’t friends and they can interact (and you can even add people you’re not connected to).

Snappier advertising from Snapchat

Snapchat’s new Discover feature is designed to appeal to brands.

The idea is built for creatives – with full size photos and videos, long form layouts and new types of advertising.

Stories are updates which are placed in users feeds and can be replayed countless times in 24 hours. They say that it is all about narrative and is solely storytelling – it is “not social media”.

According to the Wall Street Journal, these features have been in the works since August 2014, and Snapchat have partnered up with some big brands to share news, articles, music, video and more.

The first 11 partners to queue up to pay the rumoured $750k entry fee include CNN, Cosmopolitan, Mail Online, ESPN, Food Network, National Geographic, People and Vice.

B2B advertisers who are looking for a relatively more mature audience probably can keep a watching brief, however: Snapchat’s nearly 200 million monthly user base is heavily skewed to a 13-25 female market.

B2B Marketing

Programmatic comes of age

As 2015 is touted to be the year in which digital overtakes traditional offline advertising in spend terms, we hear predictions that both Google and Facebook, the giants in the social media scene, will soon be prepared to offer up their cross-device data on users, so that advertisers and their agencies will for the first time be able to buy and measure their advertising effectiveness in a much more targeted way. This should, if and when it comes into being, provide a major step towards the sort of transparency that marketers want to see from programmatic advertising systems.

Rest assured that in my regular articles I will keep a beady eye on what matters and what does not in the social media scene, and together with the whole of the Hannon Digital team I will make sure that our predominantly B2B client base will prosper from their digital campaigns.